Paavo Arhinmäki, Helsinki's Deputy Mayor, raised the issue of the term 'Itis' being applicable to the Itäkeskus area during a Facebook update regarding the approval of a zoning amendment for the Puotiharju shopping center, also known as Puhos, and the cultural center Stoa. He emphasized that the development of Itis should not be limited to these two locations. This instigated a conversation among commenters regarding the acceptable use of the term 'Itis'.

The dialogue took an unexpected turn when Hannis Raitanen, the manager of the Itis shopping center, joined in to comment on the discussion. Raitanen made a friendly request to Arhinmäki to distinguish between the districts and the shopping center, suggesting that while Itäkeskus can be referred to by its geographical name, 'Itis' should specifically reference the registered trademark of the shopping center. Raitanen's approach was marked by a casual greeting, showcasing a light-hearted side to the exchange.

This discussion reflects ongoing tensions and cultural identities associated with place branding in Helsinki. The desire to clearly differentiate geographic locations from commercial entities showcases the complexities involved in urban development and community identity. As the conversation unfolded, it highlighted the importance of language in shaping perceptions and affiliations among residents and stakeholders in the rapidly evolving urban landscape of Helsinki.